Now, the Swedish fast-fashion retailer aims to enter customers’ bathrooms in a big way, too. According to Style.com, H&M is launching a house brand of beauty products with an initial offering of 700 items — seriously. But considering the vastness of the brand’s output, it’s no surprise.

According to H&M Beauty’s concept designer, Sara Wallander, it’s fast “fashion for the face.” Additionally, in line with the brand’s Conscious collection, there is also an organic, eco-friendly subsidiary collection in the works. And it's planning a premium line, too.

Obviously, it appears no type of cosmetic will be left untouched. The range is expected to include bronzer, lipstick, nail polish, body products and hairstyling tools, with prices ranging from $2.99 to $24.99 and the number of SKUs jumping quickly to 1,000 after the line's initial release. Sephora, watch your back!